On Saturday, August 24th, VIPS, social influencers and sports enthusiasts came together at LOT 5 for the day one launch of GUESS Sport, a capsule collection celebrating archival moments rooted in the culture of sports. GUESS Jeans U.S.A. . The GUESS Sport collection re-masters popular graphics and pieces from GUESS archives with an emphasis on cut and sew. Men’s and Women’s pieces ranging from classic sweatshirts and sweatpants to t-shirts, workout tights and more in vivid hues of purple, forest green, as well as heather grey. The GUESS Sport capsule collection prices range from $40 – $110 and includes an assortment of t-shirts, bodysuits, crew neck sweatshirts, biker shorts, sweatpants, crop tops, undergarments accessorized with slides, socks, side bags, totes, and duffles.

Additionally, GUESS Sport tapped LA-based streetwear brands Babylon, ROKIT, Pleasures, Guillermo Andrade of 424, Cali Thornhill Dewitt, DRx, Medicom Toy and Fontaine Cards to reimagine vintage GUESS iconography with a quality-first approach and attention to detail. The GUESS Sport festival presented by Buchanan’s Whisky was open to the public, offering consumers not only a buzzy marketplace to shop the collaborations, but also exciting exhibitions including a programmed soccer field and basketball court, a carnival area, skate park, car show, a sporting goods store where attendees can shop the collaborations as well as a stage with special performances by local artists. Each sporting ground showcased professionals and amateurs alike performing and competing in various contests such as slam dunk and three-point competitions, awarding trophies to winners. YG was the headliner of Saturday’s performances, adding to the non-stop entertainment and sporting events, celebrating the renewed energy of Downtown L.A., where parent company GUESS?, Inc. launched the Los Angeles denim industry almost 40 years ago. Notable guests included: Nicolai Marciano, James Kennedy, Barbie Blank, and Kara Del Toro.